A lost dollar bill wanders through the city – battling rain, wind, and the constant threat of being trampled. It’s one of millions of dollars abandoned – not lost or stolen every day, simply left behind by rideshare users. It’s an attention-magnet metaphor.

A study from the NBER found that only 16.1% of consumers check both apps for cheaper fare. Zulu Alpha Kilo and Lyft have produced a beautifully cinematic public service announcement with an urgent request to rideshare users everywhere to dedicate a few seconds to saving money.

“Treating abandoned rideshare savings with the gravity and importance of a public service announcement had an immediate tension to it,” stated Chris Colliton, ECD at Z.A.K.. “The more seriously we took it, the funnier and more relatable it became. For something so ‘sad’, we couldn’t stop smiling.” 

At a time when craft is more valuable than ever in a crowded creative landscape, Lyft and Z.A.K. took a thoughtful, hands-on approach. The films, directed by Jeff Low with practical production effects performed by master puppeteer, Oliver John Taylor (Netflix’s Eric, Star Wars: Episode VII – The Force Awakens) and rig maker Andy Gent (Fantastic Mr. Fox, Coraline), the film focuses tightly on the bill’s cinematic world. Low, Taylor, and Gent worked closely together over the course of several weeks to choreograph each movement by hand, to turn an inanimate object into a character that feels unexpectedly sympathetic and human. 

“This is Lyft deciding what kind of brand it wants to be,” stated Cass Zawadowski, executive creative director, global brand at Lyft. “Save the Money works because it’s human and genuinely crafted, and those aren’t soft words. They’re the reason people will remember it, share it, and actually change their behaviour. That’s what a brand moment looks like.”

Save the Money is part of a multi-pronged campaign launching today across major US markets, spanning 60-, 30-, and 15- second film spots supported by large scale OOH and creator-led content. 

Credits
Client: Lyft
Agency: Zulu Alpha Kilo
Chief Creative Officer: Jenny Glover, Tim Gordon
Chief Design Officer: Stephanie Yung
Chief Strategy Officer: Heather Segal
Executive Creative Director: Chris Colliton
Group Creative Director-Copywriter: George Ault
Group Creative Director-Art Director: Jacob Gawrysiak
Creative Director-Art Director: Hope Jordan
Copywriter: Cassi Kaplan
Art Director: Olivia Hashka 
Design Director: Dejan Djuric
Business Group Director: Tara Collins
Account Director: Matthew Vares, Shauna McKenna
Executive Producer: Kelly Mikhael
Head of Creative Production – Ola Stodulska            
Senior Producer: Kasia Zeniuk, Tracy Wightman      
Executive Producer: Laura Dubcovsky          
Studio Manager: Henry Eugenio        
Senior Production Designer: Pam Cohen      
Junior Studio Artist: Sean Lacdan      
Director of Post Production & Operations: Sarah Dayus       
Producer: Amy Groll   
AI Creator: Hiep Vu
Lead Interactive Artist: Andrew Martin           
Online Editor: Felipe Chaparro

Lyft Marketing: 
VP, Head of Marketing: Dan Friedman 
Senior Director, Marketing – Brand, Strategy & Ops: Brooke Papiri
Group Brand Marketing Manager: Kayla Osmond 
Brand Marketing Managers: Sheriza Abdul, Amy Allen-Smith
Marketing Program Manager: Kristen Leung
Senior Manager, Media: Ange Mendoza
Media Strategist: Adelaide Andrews
Business Affairs Lead: Genevieve McCarty

Lyft Creative Studio & Communications 
Executive Creative Director: Cass Zawadowski
Associate Creative Director: Tyler Schell
Group Producer: Ellen Black 
Director, Social: Jen Winston 
Manager, Social Content Lead: Jake Thacker
Social Media Manager, Brand: Joan Vieira
Social Creator, Brand: Ramsey Shindell
Director, Brand and Product Communications: Melissa Marasco 
Communications Manager: Lily Zahn

Production Company: OPC Productions
Executive Producers: Isil Gilderdale, Donovan M. Boden, Harland Weiss, Emily Harris
Director: Jeff Low
Producer: Merrie Wasson
DoP: Joao Padua
Production Designer: Paul Austerberry
Wardrobe Stylist: Lea-Anne Baxter

Editorial Company: MakeMake Editorial NY
Editor: Carlos Arias
Managing Director: Eve Kornblum
Executive Producers: Justin Kumpata & Cynthia Laplaige
Senior Producer: Shayna Rubin
Assistant: Brian Gladstone
After Effects: Alex Scott
Audio: Wave
Sound Designer & Mixer: Aaron Reynolds
Mixer: Isaac Matus
Executive Producer: Vicky Ferraro
Associate Producer: Chloe Goldstein

Finishing: MakeMake VFX NY
Lead Flame Artist: Edward Reina
Junior Flame Artist: Austin Hazzis
HOP & VFX: Barbara Kontarovich 

Colour: MakeMake Color
Colourist: Jonny Thorpe
Senior Producer: Alex Zhao